most of the technologies done in china. here's a driver, here's a mick jagger. you know, that's what it's like. so we built the best headphones in the world. took us two years to make one and the money market or culture that we build and control. >> do you think that would've been possible in an earlier media era? >> welcome e-mail come it took been scared to death to be motivated to do this, right? stars look at the record industry in spain for two myers house and there is people all the time. i'm not the record guys that gets invaded. i went there and somebody say gee, you know, it was 2002 and i'm really sorry about your business. flick were talking about my grandfather dying. if it meant, that doesn't work for me. i used to be in the coal business. how did i end up in the same? i said i'm going to do something else that caught doug morris said you know what, if they're not going to pay for right now to buy her music, maybe i can figure a way to charge them to listen to it. and that's how the headphones started. [applause] >> icu applauding, but i see the the